Number of Airbnb listings in selected Italian cities 2024

According to a June 2024 analysis, Rome reported the highest number of Airbnb listings among the selected Italian cities. As of that month, there were over 32,000 establishments listed on Airbnb in the Italian capital. Milan and Florence followed behind, with roughly 24,000 and 12,000 listings on Airbnb. 

What are the leading brands for accommodation bookings in Italy?

According to the Statista Consumer Insights Global survey, Airbnb was the second most popular brand for hotel and private accommodation online bookings in Italy in 2024, with roughly a quarter of respondents having booked accommodation via that website. Meanwhile, Booking.com topped the ranking that year, with around three-quarters of the sample reporting using that provider. 

Booking Holdings vs. Airbnb

Booking Holdings, which operates the Booking.com brand, and Airbnb are among the biggest companies in the online travel market. In 2023, Booking Holdings had the highest market cap of the leading online travel companies worldwide, while Airbnb ranked second. That year, both companies experienced a significant annual increase in earnings. In 2023, the revenue of Booking Holdings worldwide peaked at over 21 billion U.S. dollars. Similarly, the global revenue of Airbnb reached its highest point that year.